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Tom Marin

Building Brands

By Tom Marin

About Tom

Tom Marin is the managing partner of MarketCues.com and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

 

Three Keys to a Successful Website Marketing Program

 
What does your company stand for? Throwing stuff at the wall and seeing what sticks doesn’t work anymore with websites. Cheap tricks—such as cute animations—don’t add much value, and worse, distract your key prospects from your primary message.

Your home page is not there to establish your brand. Rather, it’s to get visitors into your website where they can learn about your brand. It’s asking too much to think that one quick look at a home page will accomplish more than excellent navigation. That’s a difficult enough challenge and plenty for one page! Its purpose is also not to sell me everything you are dying to sell me or to sell individual items.

No commercials please. No ego-building videos that amount to letting your audience know how smart you are. Instead, provide visitors with a well-communicated, small set of choices of where they can go to next. And keep it simple. People prefer easy navigation to complex website structure any day of the week.

Start with what your prospects and customers want to find or learn when they arrive at your home page. The better defined this is, the better your chances of giving your guests a satisfying experience. Did you know that approximately 85 percent of all search ends in frustration and only 1 of 20 people will search beyond the first search screen?

The reason is, people can’t find what they are searching for. This places even more importance on delivering a website experience that is highly rewarding to your guests.

Providing unique distinctions is vital. An example is offering multi-shots of your product vs. showing one static photograph over and over again. The objective is to make the user experience visually interesting. This increases your ability to be persuasive where and when it matters. Small details like this can easily mean the difference between someone clicking for more information or clicking off your site.

Here are five tips to keep in mind:

1) Harmonize your outbound marketing, search engine optimization and website pages with the same titles to reinforce your search results.

2) Present fewer, better-photographed visuals rather than too many on a page. Avoid amateur images. Also avoid stock images that have been used so many times people don’t even “see” them anymore.

3) If you have tons of products, break them into a few logical categories and branch categories for easy searching.

4) Present your products and services in a benefit framework your customer will appreciate.

5) Show your products and services later on. Don’t present them too early in the communications process.

In order to mitigate your risk, you need to establish a firm handshake between your customer and your company. In order to build brand equity, you need to build brand awareness based upon what will best meet your customers’ needs. The brand-building program is a process, not a one-time event, and one that can take years— if not decades—to fully accomplish.
 
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Tom Wants To Hear Your Branding Issues:
Tom Marin, Managing Partner of MarketCues, wants to hear from you! Follow MarketCues on Twitter for branding and social media tips - as well as the latest trends. Tom also welcomes emails, new LinkedIn connections, calls to 407.330.7708 or visit www.marketcues.com. How can he help solve your branding issues?

Note: If you are a printing company or product/services company serving the print-media market, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.
 

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